Demna’s Gucci feels very locked in right now with Kate Moss and Emily Ratajkowski fronting the latest campaign. Not in a “look at this new drop” way. More like that slow-burn obsession where you see it (the bag) once, don’t think much of it, and then suddenly it’s everywhere. On your feed, in your head, casually becoming the only thing you’re paying attention to.
Kate Moss with the Borsetto, Emily Ratajkowski with the Giglio. That pairing alone already does a lot. Kate still has that undone, slightly elusive energy that fashion never really moved on from, while Emily is sharper, more direct, fully aware of the camera. It shouldn’t feel this easy, but it does. And somehow, neither of them overpower the bag. If anything, they make you want it more.
The Borsetto sits in that classic Gucci space: GG canvas, suede, black leather. While the Giglio is a bit more streamlined, darker, slightly more directional. Different moods, same outcome. You clock it once, and then it keeps coming back.
Mert and Marcus shoot it clean, almost stripped back. But with the right amount of drama. The styling shifts, sure, minimal here, full GG there; but nothing pulls you away for too long. Your eye just keeps landing in the same place.
And then the videos take it a step further. Bardia Zeinali leans into that looped, almost hypnotic feeling. Bags repeating, building, surrounding. It’s subtle, but it hits. Because that’s exactly how it works in real life. You don’t decide you want the bag. It just… happens.
That’s probably the smartest part of this campaign. It doesn’t try to convince you of anything. It assumes you’re already halfway there. And honestly, you probably are.
Credits:
Artistic Director: Demna
Photographers Endorsed: Mert & Marcus
Director: Bardia Zeinali
Stylist: Dogukan Nesanir
Makeup: Sam Visser
Hair: Cynsia Harvey
Talents: Kate Moss, Emily Ratajkowski